You've probably heard that heartbeat at the end of Audi commercials. This audio logo has become emblematic of the automotive sector, and is one of the most memorable.
Audi is one of the brands that uses its audio logo most consistently and regularly. In fact, its audio logo appears alongside the visual logo at the end of advertisements. The heartbeat is a sound without a melody, making it easy to integrate into music.
But what few people know is that the brand didn't just develop a simple audio logo, a jingle. It's a complete sound identity system that the brand has developed. In this article, we explore this global universe to see how it constitutes a powerful brand asset.
Audi Corporate Sound, more than just an audio logo
For some people, sound identity boils down to a jingle, a sound logo. But Audi has understood that to penetrate people's hearts, audio needs to be much more than a few notes. It's a complete universe, a captivating sensory experience. Sound can permeate our minds and emotions. So every sound, every composition, every voice is meticulously chosen, designed to immerse consumers in the brand's DNA.
To achieve this, the brand has developed an audio brand platform. The aim is to take audiences on a sensory journey where they truly feel the essence of the brand. The Audi Corporate Sound project was developed with audiobranding agencies Klangerfinder and S12. Link to the Corporate Sound platform.
In the beginning was the heartbeat
Audi began using the heartbeat sound as its audio logo in 1996. It focuses on the heart of the brand, "Vorsprung durch Technik", and concentrates even more on the double heartbeat. The corporate sound charter stipulates that this audio logo must be integrated at the end of audiovisual media and advertising. It is considered a core element of the brand, with the aim of providing a recognizable sound across all media and markets. As with the visual logo, it's a powerful reference point on all communication media, making all communications consistent. And so, since 1996, Audi has been creating a powerful and lasting emotional connection with its public.
The Audi Heartbeat was revised in 2016. The new version of the audio logo was intended to underline the brand's modernity. This heartbeat has been regularly revisited to embody the brand's technological progression. It is based on a real heartbeat, accompanied by exclusive musical instruments from theAudi Sound Studio. This sound symbolizes the emotion and technology that define the brand.
Then the brand's music diversified
The Audi sound universe also extends to Audi Scores and Audi Compilations. These exclusive, carefully composed pieces of music capture the essence of the brand and can be used in a variety of communication contexts to reinforce Audi's sonic identity. It's a veritable musical library from which creatives can pick and choose content.
Specific calm music was developed for showroom events. For events and trade shows, energetic and danceable music was created. So 4 playlists, "Ambience", "Vibes", "Emotions" and "Smooth" were created to provide accessible music for all employees to liven up events while maintaining the coherence of the brand image.
Based on the Audi Sound Studio, telephone music-on-hold has been developed for integration into dealer telephone systems, for example. The telephone remains one of the preferred points of contact in the event of a problem. That's why it's so important to take on-hold music into account.
The voice took its place
The voice plays an important role in brand communication. It's what conveys the message in advertisements and internal and external communication videos. Rare are the brands that question their vocal identity. The brand slogan is "Advantage through technology" (Vorsprung durch Technik). It's a guarantee of German quality.Audi Brand Voice has been designed for all communication channels: TV advertising, cinema, radio, brand films, the web or trade shows.
The voice is masculine, medium to deep, lively, authentic and self-assured. It's unfamiliar, the voice of an expert. It embodies the brand's personality and ensures its recognition across different communication channels, reinforcing its authenticity and consistency. It's not a question of always using the same voice on all content, but of being able to vary within a framework given by the sound identity.
Pushing back the boundaries of sound identity
This project was brilliantly steered by Margarita Bochmann, project manager for corporate sound at AUDI AG (Audi Brand Development / Corporate Identity team). Her job was not only to define and control the creation of this content, but also to oversee its international implementation.
Audi has truly mastered the art of sound identity, creating a distinctive, immersive sound world that transcends the boundaries of traditional communication. By seamlessly integrating music, sound and voice, Audi has captured the very essence of its brand and deployed it worldwide.
Audi's sound identity is more than just an audio logo. It transcends the boundaries of perception, creating an immersive experience that resonates deeply with consumers. From technological advancement to a sense of community, every aspect of Audi's sound identity helps forge lasting emotional bonds with its audience. It's a complex art that fuses emotion, technology and creativity to create an unforgettable multi-sensory experience. At a time when we are inundated with content, Audi's strategy helps build a strong and enduring brand in the minds of consumers.
Audi's audio logo is one of the sound identities that have shaped the history of the sound logo.